If you could have your audience feel one emotion what would it be? Excitement? Empathy? Surprise? Answering this question and building your next event around your desired emotional response can make all of the difference in how it is valued and what is remembered.
Understanding your brand’s equity in the market has never been more important. Having a data-driven view of how your brand is perceived and what customers want will put you in possession of the truth and help you construct a powerful brand strategy.
If your customer can live without you, eventually they will. One statistic offers all of the evidence needed to support this somber fact: eighty-nine percent of the companies that were in the Fortune 500 sixty years ago are now gone.
Marketers should think about the following when considering brand extensions.
We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence. Brand insistence is reserved for those brands that have been carefully designed to posses these characteristics: relevant differentiated benefits for their target customers, ability to build strong emotional connections, have a high degree of awareness, are perceived to deliver deep value for the price and are easily accessible.
